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A talk with Rachel Shaw, founder of RUIFIER Fine Jewellery brand…

Launched in 2015, this London-based brand originally initiated by Rachel Shaw delicatelty echoes in a jewellery way the famous emojis, our new digital friends.

The very ethymology of the word Ruifier comes from Reify, in ancient English defining the concept of creating something tangible from an entirely abstract idea. Everything started from a simple idea. Sent in a single click, this little round, yellow head smiling, crying or sleeping on our screens has become an indispensable and everyday utility. When Rachel Shaw decided to create her brand Ruifier with her first line of “Friends”, she was inspired by the feeling of joy that surrounded her when she was around her loved ones, including her dog Taiki. “I wanted to translate that feeling into something visual that could easily and universally be understood,” she explains. Her dream became reality in a few months, offering a collection of eleven expressions available in many colors. Rachel Shaw answers our 8 questions about the how and why did Ruifier become such an it-brand.


TARGETED CLIENTELE ?

RUIFIER’s brand DNA possesses a sense of style that identifies with personality rather than age. With contemporary, creative and tongue in cheek designs, each collection is a fusion of luxury fashion and detailed composition. Ultimately, the variety of collections mirrors a graduation process. Starting with our characterful Friends, customers naturally move forward and purchase from Petit before exploring the more expensive pieces. Part of RUIFIER’s attraction is its ability to reflect character, our jewellery has whimsical flair that is enduring for women of all ages and walks of life.


WHY SMILEYS ?

Our Friends collection is a characterful and energetic range of facial expressions with infinite opportunities for personalization. When designing the Friends, I was inspired by the feelings of joy felt with loved ones including my dog Taiki. I wanted to translate feelings of happiness, love and laughter into something visual that can be universally understood. This resulted in the Friends collection with eleven different faces that reflect different moods, moments and personalities


« FRIENDS » & « VISAGE » TWO COMPLEMENTARY LINES ?

Creating two complementary lines was a natural progression that allows me to explore two different sides of the brand’s personality.  I strive to create timeless elegant pieces with precious metals and gemstones for the London line. In comparison, the Visage line is characterful and playful by nature, allowing me to bring a real sense of humor and fun to the design process. The link between the two lines is achieved through our brand concept.  RUIFIER comes from the old English word Reify, which means to create something tangible from an abstract idea. I want our jewellery to invite the wearer to be the storyteller – many of the pieces can be adapted, interlocked or worn in different ways, making each design unique in the way it is arranged.

Rachel Shaw

WHAT IS IN THE PIPELINE ?

As a designer, I’m really enjoying the creative process involved in innovating RUIFIER’s signature designs. We have some very exciting collections launching that continue to develop the RUIFIER stories. With chokers, leather bracelets and bangles soon to be available, there will be more styles available. Smileys are about modern communication which is constantly and continuously evolving and always inspiring my sketches and designs.


CUSTOM PIECES ?

Customization is built into the concept of the RUIFIER designs, namely with our Friends collection. People are encouraged to choose their Friend, metal and colour cord to match their mood and style.


HOW ABOUT JESSICA ALBA OR REESE WITHERSPOON BEING « DISCREET » AMBASSADORS OF THE BRAND ?

It is very flattering that such talented and independent women are wearing RUIFIER! Both women are entrepreneurs that use their celebrity to push important causes. I couldn’t be happier that they are wearing my designs.


STEPHEN WEBSTER’S ROCK VAULT OF BRITISH FASHION COUNCIL JEWELLERY IN 2015.  WHAT’S ABOUT THAT ?

Rock Vault was a very special initiative that helped RUIFIER develop as a brand. We graduated the BFC Rock Vault in 2016, moving from an emerging jewellery brand to established. It has been a fantastic launchpad that projected us into the fashion industry as a modern jewellery brand.


WHAT IS COMING NEXT FOR RUIFIER AFTER SUCH A SUCCESSFUL LAUNCH ?

2016 was a very exciting year for RUIFIER and I am hoping that 2017 will follow suit! We re-launched our ecommerce website and expanded our stockists, which now includes Harrods and Selfridges. I am very much looking forward to continuing to develop the brand’s story with engaging designs and stories with which our wearers can connect.

Ruifier
Moyen DJ pendant mounted on white gold with diamonds, ~ GBP£ 1’985
Ruifier
Friends Happy 2 Star Bracelet – Red cord with two happy faces and yellow gold stars, ~ GBP£ 180
Ruifier
Petit shay ring mounted on 9ct yellow gold with pearl and topaz, ~ GBP£ 375
Ruifier
Moyen shades cord bracelet mounted on rose gold with smoky quartz and diamonds, ~ GBP£ 835
Ruifier
Moyen LOL Pendant mounted on 18ct yellow gold with topaz and diamond, ~ GBP£ 1’125
Ruifier
Friends Sassy Cord Studs mounted on yellow gold, ~ GBP£ 125
Ruifier
Petit Kay pendant mounted on 9ct yellow gold with diamonds, ~ GBP£ 325